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Présentation Daniel Bo - Petit Club "Content Shock"

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Présentation de Daniel Bo pour le Petit Club "Content Shock" du 10 juillet 2014 à l'Union des Annonceurs.

Compte-rendu : http://www.petitweb.fr/actualites/content-shock-les-regles-pour-faire-emerger-les-marques-par-le-contenu/

Published in: Business
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Présentation Daniel Bo - Petit Club "Content Shock"

  1. 1. Le défi du Content Shock
  2. 2. QualiQuanti : des études marketing au brand content Production éditorialeFormations & Conseil en Brand Content Etudes & Recherche marketing • Formation et conseil en brand content • Bilan d’opérations • Conseil sur la politique éditoriale des marques Institut d’études généraliste : •Audit de Brand Culture® •Sémio-Live® •Quali online •Création de panels •Crowdsourcing •Etudes longitudinales •Enquêtes quali-quanti® •… • Création de contenu à partir d’études en BtoB (sites de veille, livres blancs, conférences, trophées…) et pour le grand public
  3. 3. Le content shock dans le marketing et le digital
  4. 4. Conséquences pour les marques
  5. 5. Les annonceurs participent à l’inflation des contenus gratuits 8
  6. 6. 9 La qualité / valeur ajoutée / be human La spécialisation / niche La durée / la masse critique / production continue L’association à des médias puissants /amplification / partenariats L’intégration à des moments de réceptivité / le rapport qualité-temps Le caractère stratégique du contenu Les réponses au content shock
  7. 7. 10 Deux voies possibles pour émerger Brand Content Opportuniste Brand content Stratégique One shot qui a souvent vocation à être exceptionnel, viral, etc A évaluer par rapport aux objectifs opérationnels Nécessité absolue d’une qualité exceptionnelle Succession de contenus en liaison avec la brand culture Remplit une vraie fonction à long terme Moindre pression sur la qualité dès lors que le contenu est stratégique
  8. 8. IMPLICATION dans la durée : Leclerc sur le pouvoir d’achat et l’économie du quotidien
  9. 9. J&J, expert mondial des bébés et des mères
  10. 10. 14 Picard et la gastronomie du surgelé
  11. 11. 15 Oasis BeFruit, les fruits personnifiés envahissent la culture populaire
  12. 12. 16 Contenu Conditions de robustesse et de pérennité du contenu Ensemble éditorial Marquecohérence interne adéquation Autres manifestations de la marque articulation
  13. 13. Conséquences pour les médias
  14. 14. L'affichage digital pour diffuser des contenus dans les aéroports 18
  15. 15. L'affichage digital pour diffuser des contenus dans les aéroports 19
  16. 16. L'affichage digital pour diffuser des contenus dans les aéroports 20
  17. 17. L'affichage digital pour diffuser des contenus dans les aéroports 21
  18. 18. 22
  19. 19. 23
  20. 20. L’exemple de Campagnes TV 24
  21. 21. Les 3 familles d’acteurs du Brand Content TF1 361 Google, YouTube Conde Nast, Amaury Lagardere Publicité MSN Advertising Yahoo Studio CCM Benchmark LinkedIn Unibail (dept Brand Event) Producteurs Medias Agences Audio-visuel Livres Sport Musique Culture Licensing Cultural events Agence de presse Experts Coachs … Editoriale, media, publicité, digital, référencement CRM, RP, événementiel, instituts d’études…
  22. 22. 27
  23. 23. Daniel BO 01.45.67.62.06 dbo@qualiquanti.com www.brandcontent.fr QualiQuanti – 12 bis rue Desaix – 75015 Paris

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